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Effect of Social Media Marketing on Hotel Industry in UK

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In recent times, the internet has come up as an effective medium for businesses to connect to their customers. For this, the companies across the globe are resorting to e-business practices and adopting marketing techniques such as social media marketing. Social media, as we know it, is a significant part of every individual's life and has facilitated people to communicate with each other beyond geographical restrictions (Ronnestam, 2010). With the help of a few social media giants such as Facebook, Twitter etc., people can share information and also connect with businesses from any part of the world. Among the numerous industries, there is the Hotel industry reaping the impacts of social media marketing.

Interestingly, hotels nowadays build an online presence to connect to customers, get their feedback and suggestions and increase their visibility (Korosuo, 2013). Moreover, people in the UK are more aware of social media platforms regarding their search queries related to the hotel industry. So, to cast a light on the importance of social media marketing on the hotel industry in the UK, this study emphasises specifically on the benefits of social media marketing on the hotel industry in the UK.

Research Objectives

Research objectives are the key player for every study. This is because it helps you to enhance your knowledge and get a better understanding of the topic you need to research. Apart from this, research is like a light that can help you lead out of the darkness and provide you with a positive direction to conclude a successful study. The research objectives of this study are as follows:

  1. To understand the significance of the internet in the hotel industry and evaluate how the internet has changed hotel marketing.

  2. To assess the main activities involved in social media marketing and analysing all the parameters to achieve what's best for the business.

  3. To determine the role of social media marketing within hotel marketing strategies for the sustainable development of the company. This also contributes to the credibility of social media by providing you with the promised comfort to help you get the best service.

  4. Securing a higher place in the market is a tough job and maintaining that place is even tougher. To do so, they need to evaluate the challenges and issues of social media marketing and understand how it affects the hotels. This is necessary to realise if there is even slightest error.

Hypothesis

H0: The rapidly growing economy of the UK has one of the leading hospitality industries across the globe.

H1: In today's date people are living most of the time of their lives active on social media. This is because it acts as an effective medium with the hotels to connect to consumers and get clientele.

Literature Review

Social media plays the most vital role in the marketing sector as most people nowadays are highly influenced by social media. These social media marketing play a very crucial role in the marketing plans of hotels. Social media marketing has facilitated hotels with two-way communication with their clients about their services and property. This is necessary for customer satisfaction as a satisfied customer can only promote your business. Initially, the advertisement of hotels was dependant on different ways of advertising such as marketing through images of the property or food. But this type of marketing done by hotels was limited to a region and could not be used to target more extensive clientele particularly abroad (Camaide, 2013). This was because of the lack of required sources and capital to advertise overseas. Thus, to tackle these issues, social media marketing was adopted. The social media provide opportunities to hoteliers to target a broader customer base beyond geographical restrictions. These marketing teams of numerous hotels can engage in quality conversations with customers sitting in any corner of the world. There are a few hotels such as Marriott London, Taj Hotels, The Hilton Hotels, The Four Seasons Hotels etc. As per different surveys carried out universally to study the impact of social media on the lives of people, the estimate is that 2.1 million users use social media every day for various purposes. Out of all the objects, consumers use social media to post reviews about their experiences in hotels and also to read reviews when checking in hotels (Dev, 2013). This service has incredibly helped many customers around the world to understand the true nature of a hotel. Every review of a customer is very crucial as it helps some other customer to create a mindset about that hotel before checking-in. Thus, going with the reviews have proved to be beneficial for a vast number of customers around the globe.

Research Methodology

Research Methodology refers to the methods adopted by the researcher to gather data and relevant information. The research approach used in this study is qualitative as the prime focus of this approach is to provide customers with high-quality service. The qualitative research methodology is exploratory wherein the researcher refers to case studies and conducts interviews to gather relevant information. Since qualitative research methodology will be adopted so the researcher will be carrying out meetings with marketing heads to two premier hotels in the UK and also with customers of the UK. This is done to determine whether they use social media to post and read reviews about the hospitality of property. Being inductive research, the scope of the study has been narrowed down. Therefore, the significance of research methodology is considered a top priority to provide customers in the UK with the best service possible.

  1. How has internet changed hotel marketing?

  2. What are the prime factors of social media marketing?

  3. What is the role of social media marketing within hotel marketing strategies?

  4. What are the challenges and issues of social media marketing and how it affects the hotels?

  5. What led to the adoption of social media marketing?

The sample size selected to survey with consumers in the UK will be small. Overall, 100 consumers will be chosen to fall in the age group 18-45. The observations of the survey have been recorded as under:

 

Types of Experience

%

Good

60

Medium

20

Bad

20

 

                 Fig 1: Experience of consumers with hotels

Conclusion

Overall, social media marketing is one of the best possible tactics followed by hoteliers in the UK to increase their visibility and clientele. Numerous social media sites are existing over the internet such as Facebook, Twitter, LinkedIn etc. Interestingly, Facebook had 500 million-plus users in 2010 whereas twitter had 75 million active users. It doesn't matter how large an organisation is, if they cannot adopt social media marketing strategies, their downfall is definite. This is the reason that organisations view social media as one of the exciting marketing tools to increase customer engagement due to its wide acceptance over the internet. 

References

Ronnestam, J. (2010). 3 SOCIAL MEDIA MODELS THAT WILL GUIDE YOUR BRAND INTO THE CONVERSATION LANDSCAPE. https://www.ronnestam.com/3-models-guide-your-brand-succesful-social-media-strategy/. Accessed on 15th July 2015.

Korosuo, S. (2013). Social media as a marketing tool for extreme-sport oriented companies. https://www.diva-portal.org/smash/get/diva2:631004/fulltext01.pdf. Accessed on 15th July 2015.

Camaide, M. (2013). THE MATURITY MODEL SOCIAL MEDIA MARKETING. AT INTERNET / WHITE PAPER. Accessed on 15th July 2015.

Dev, S. (2013). Must Read: 6C’s of Social Media Marketing. https://blog.digitalinsights.in/6cs-of-social-media-marketing/0578487.html. Accessed on 15th July 2015.

Harihar, A. (2013). Social Media Strategy Review: Hospitality Industry. https://www.socialsamosa.com/2013/10/social-media-strategy-review-hospitality-industry/. Accessed on 15th July 2015.

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